Digital Marketing to Hispanic Consumers, and Millennials, in Retail

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Workshop presentation at the annual Hispanic Retail 360 Summit, August 2014. Four key questions to address when marketing to Hispanic consumers including Millennials.


<ul><li> 1. Question # 1 What makes marketing to U.S. Hispanics different than general market consumers? _____________________________________ </li></ul> <p> 2. The Hispanic Shopper 75% of Hispanic families sit down for a meal together every day Hispanics do more grocery shopping than the average U.S. shopper Once in-store, Hispanics spend 20% more during routine grocery trips 3. Question # 2 What challenges have you faced, or are currently facing, with establishing a U.S. Hispanic digital marketing strategy _____________________________________ 4. Hispanic Consumers Online Hispanics are highly social online, 68.9% of Hispanics use social networks compared to 66.2 of the total U.S. population Brands such as Toyota and AT&amp;T have a social media presence: Posts in Spanish, creative and messaging that resonates with U.S. Hispanics Connecting with U.S. Hispanics digitally allows your brand to build a connection through engagement and conversation thus leading to increased brand awareness, loyalty, and sales 5. Example: Winn-Dixie Latino 6. Question # 3 How can you be more effective in reaching U.S. Hispanic consumers including Millennials? _____________________________________ 7. Reaching Hispanic Consumers The Hispanic population is the fast-growing and youngest segment of the U.S. population Hispanic shoppers seek value, leverage social to provide in- store savings through offers and coupons Use social media to provide recipes and DIY tips to drive in- store foot traffic and sales Connect with Hispanic consumers through their mobile phone: social media, website, text, app. Hispanics use smartphones while shopping higher than any other ethnic group. 8. Question # 4 Which social media platforms are most effective for marketing to U.S. Hispanics and why? _____________________________________ 9. Social Media Platforms U.S. Hispanic users ranked as the second most active race on Twitter Pew Study: Among internet users, Latinos (68%) say they use social networking sites Twitter and Facebook Through Pinterest, brands can connect with Hispanic Moms seeking recipes leading to incremental in-store traffic 10. Lets Connect! Email: Source(s): Shoppers-Bring-Social-Mobile-Habits-Grocery- Aisle/1009839 </p>